Results结果

The web has always been a ripe landscape for games and toys.网络一直是成熟的景观，为游戏和玩具。 Not only are traditional computer games introducing web versions where players can compete with friends, but online games are also adding social elements where people can meet and play against one another.不仅是传统的电脑游戏，介绍网络版本，玩家可以与朋友竞争，但线上游戏也加入社会因素，人们能满足和发挥对一的另一个。 Increasingly, these games are aimed at a demographic not usually represented in web advertising: kids.越来越多，这些游戏的目的是在一个人口通常不会代表在网络广告：孩子们。 The ten-and-under set is a ripe market for advertisers hawking anything from the latest action figure or doll to snack foods, and they are perfectly able to influence the purse strings of their parents.十年和下集是一个成熟的市场为广告客户摆卖任何从最新的行动数字或玩偶，以小吃，他们是完全能够影响的钱包串他们的父母。 Now, advertisers are luring younger kids online to play games and absorb marketing messages.现在，广告客户吸引年轻的儿童上网玩游戏和吸收的行销讯息。

I was surprised to see my three year-old niece expertly navigate to PBSkids.org to play a game featuring Curious George.我很惊讶看到我的三年岁的侄女， expertly浏览到pbskids.org玩游戏特色好奇的乔治。 The site includes audio as you roll over buttons to help children who cannot yet read to navigate the site.该网站包括音频正如你翻转按钮来帮助孩子谁可以尚未阅读浏览网站。 While the games are educational in keeping with PBS’s mission, they all star characters from hit children’s shows, like Clifford the Big Red Dog, Dragon Tales, and Sesame Street.而游戏是教育在符合公共电视网的使命，他们的全明星人物击中儿童节目，像高伟绅律师行的大的红狗，龙的故事，和芝麻街。 Kids are no strangers to these brands, and they will remember the awesome Caillou game they play when their birthdays roll around.孩子们并不陌生这些品牌，他们会记得的可怕caillou游戏，他们发挥他们的生日时，轧辊左右。 PBS also has a similar site called PBSkidsplay.org , which requires a subscription of $10 a month. PBS的也有一个类似的网站所谓的pbskidsplay.org ，这就要求订阅10元一个月。

Another site that caters to children is AddictingGames.com , which is owned and operated by Viacom, parent company to Nickelodeon and MTV.另一幅迎合儿童是addictinggames.com ，这是拥有和经营的维亚康母公司，公司的母公司，以尼克罗迪恩和MTV 。 This site mixes clever Flash-based games with online advertising.本网站的混合聪明，以Flash为基础的游戏与线上广告。 Players are invited to play and rate games from sponsors like Acuvue and Neopets.球员现正邀请发挥和率游戏从赞助商一样， acuvue和尼奥宠物。 As a recent New York Times article puts it, “Clicking through and hopping from site to site will give a child a crash course in the latest Bratz movies or Hannah Montana concert.” The site also features plenty of games for older children and adults, giving it a wider appeal.作为一个最近纽约时报的文章所说， “点击通过和跳频的网站会提供孩子一个速成班在最新的电影或bratz汉娜蒙大拿音乐会” ，网站还具有丰富的游戏，年龄较大的儿童和成年人，使它具有更广泛的上诉。

On a recent visit, my eleven year-old relative would wake up in the early morning hours and head straight for my laptop.关于最近访问，我十一年岁相对会醒来，在清晨和直奔我的笔记本电脑。 His destination was Line Rider , an addictive online game that challenges players to create line drawings for a virtual sledder to follow like the peaks and valleys of a real hill.他的目的地是附线 ，一上瘾的线上游戏，挑战玩家创造线条画为一个虚拟sledder遵循一样，高峰和低谷的一个真正的山。 The game has some of the lessons of elementary physics, but it’s really just about creating an entertaining and nearly impossible sledding hill.游戏的一些经验教训的基础物理，但它真的只是创造一种娱乐和几乎是不可能的雪橇场山。 Unlike PBSkids or AddictingGames, Line Rider is not associated with a major TV channel or toy company, but it is quickly building a brand that transcends age groups.不像pbskids或addictinggames ，骑线是不相关的一个主要电视频道或玩具公司，但它是迅速建立一个品牌超越年龄组。 By the end of the week-long visit, the eleven year-old wasn’t the only one spending hours creating and saving tracks online.到去年底长达一周的访问，十一年岁，是不是只有一个小时的支出，创造和节约追踪线上。

While all of the above mentioned games are free (or boast free versions), still other sites catering to children have some free content and some that requires a parent’s credit card.而所有上述提到的游戏都是免费的（或夸耀免费版本） ，仍然是其他网站的饮食对儿童有一些免费的内容和一些需要父母的信用卡。 The granddaddy of these types of sites is Webkinz , which pairs a retail item (the plush toy comes with a code for the website) with online content.该granddaddy这些类型的网站是webkinz ，这对零售项目（毛绒玩具带有一个代码为网站）与线上内容。 The “pets” are both virtual and physical, and kids can go online to take care of their toys. “宠物” ，都是虚拟和物理，和孩子们可以上网，以照顾他们的玩具。 Webkinz also incorporates a social networking function where children can visit friends’ pets and even chat, though parents can control their level of access. webkinz也纳入了社会网络功能，让儿童可以访问的朋友可带宠物，甚至聊天，虽然家长可以控制他们的访问级别。 The site gives new areas for each different pet, and kids are urged to collect them all.该网站提供了新领域，为每个不同的宠物，和孩子们呼吁，以收集他们所有。 As the New York Times reports, “Some parents have been known to load up on dozens of Webkinz at $14 each.”作为新的纽约时报报导， “有些家长已经知道加载了几十种webkinz 14元，每个” 。

While it may be tempting to park kids in front of the computer, even on child-oriented sites they are inundated with advertising and marketing messages.虽然它可能是诱人的公园，孩子们在电脑前，甚至在面向儿童的网站，他们淹没，与广告和营销信息。 As the Webkinz generation ages, they will not only have an extraordinary level of web literacy, but they will also accept the presence of sponsored content and subscription sites in a way that older web users do not.作为webkinz一代的年龄，他们不仅将有一个不平凡的水平， Web的识字，但他们也会接受在场的赞助内容和订阅的网站的方式，老年人的网络用户不。 With the integration of television shows, toys, and the web, we’re bound to see more and more online advertising aimed at the Barney set.与整合的电视节目，玩具，和网络，我们正在必然会看到越来越多的在线广告，目的是在巴尼设置。

RSS feeds are becoming more and more popular, and businesses and individuals alike are using them to communicate with customers, vendors, journalists, friends, and family.关于RSS越来越受欢迎，企业和个人都利用他们与客户沟通，供应商，记者，朋友和家人。 Some industry watchers are predicting that RSS has the potential to replace email, and marketers are taking note of their popularity and power.一些行业观察家预计的RSS有可能取代电子邮件，和营销正在注意他们的人气和力量。 In their current form, feeds are not personalized enough to eclipse email as a communication method, but with the right tweaking and features, they could be a powerful new tool for both businesses and casual users.其目前的形式，饲料，不个性化，足以Eclipse的电子邮件作为沟通方式，但只要有正确的调整和特点，他们可能成为一种强大的新工具，为企业和临时用户。

RSS, which stands for “Really Simple Syndication”, “Rich Site Summary”, or “RDF Site Summary” depending on who you ask, is essentially a self-updating content subscription.使用RSS ，主张“真正简单联合供稿系统” ， “丰富的网站概要” ，或“ RDF的网站摘要： ”视乎谁是你问，基本上是一种自我更新的内容订阅。 They are based on blogging tools that authors can use to post new stories, updates, and information.他们是根据博客作者的工具，可以用来张贴新的故事，更新和信息。 Avid readers can add a simple application (sometimes on the desktop, sometimes in the browser) which lists new content and keeps them up to date.热心的读者可以添加一份简单的申请（有时是在桌面上，有时在浏览器中） ，其中列出了新的内容和使他们直至目前为止。 RSS feeds are very commonly used on blogs, news websites, and podcasts.关于RSS是很常用的对博客，新闻网站和播客。 They are usually denoted by a small orange icon featuring a “sound wave” graphic.他们通常是指由一个小型橙色图标，内容包括“声波”的图形。

Marketing groups are starting to use RSS technology also as an alternative to mass emails that serve to annoy and inconvenience even the most dedicated of customers.营销集团已开始使用RSS技术还作为一种替代，以大量电子邮件服务，以烦扰和不便，即使是最专门的客户群。 At this point, sources estimate that just 20% of internet users employ RSS feeds on a regular basis, but these numbers are expected to increase as the technology becomes more familiar.在这一点上，消息来源估计，只有20 ％的互联网用户可以聘请RSS源进行定期的基础上，但这些数字预计将增加随着技术变得更为熟悉。 While it may not have as wide a reach for personal notes and messages, RSS has definite potential to change the way businesses communicate with customers.虽然未必有广泛的接触，为个人笔记和讯息， RSS已经明确的潜在方式的转变，企业与客户沟通。 As a recent SiteProNews article suggests, “In the same way email eclipsed snail mail for content delivery, RSS will eclipse email as the consumer’s choice for opt-in messaging.”作为一个最近sitepronews文章建议， “在同样的方式电子邮件黯然失色蜗牛邮件的内容交付， RSS将Eclipse的电子邮件作为消费者的选择，选择-在信息” 。

One of the reasons RSS is so promising is that it actually reaches people who care.原因之一， RSS是这么有前途的是，它其实是达到人谁照顾。 Even if you sign up for an email newsletter or HTML-based special offers flyer, the likelihood of it actually reaching your inbox shockingly 60% or less.即使你注册一个电子邮件通讯或基于HTML的特别优惠传单，的可能性，实际上达到您的收件箱中令人吃惊的60 ％或更少。 RSS, on the other hand, does away with spam filters and allows users to check updates at their own convenience, ensuring that 100% of subscribers will get the message.使用RSS ，在另一方面，摒弃了垃圾邮件过滤器，并允许用户检查更新自己的方便，确保100 ％的用户将得到消息。

Another reason why marketers are turning to RSS is due to the rise of internet video.另一个原因是营销至于RSS是由于崛起的互联网视频。 With sites like YouTube and Hulu topping the traffic charts, advertisers are turning to video as a way of grabbing users’ attention.与网站，像YouTube和葫芦平顶的交通图，广告客户正在转向视频的一种方式，抢用户的注意力。 Email, however, is a very complicated way to deliver a video message; even HTML emails are not a sure bet depending on subscribers’ clients and settings.电子邮件，不过，这是一个非常复杂的方式提供的视频信息;的HTML电子邮件，甚至是不是一个肯定的投注，视乎用户的客户端和设置。 Videos get stripped by email providers, and there’s no guarantee they’ll play within the message consistently, which is how users will expect it to work.影片得到剥离，由电子邮件服务提供商，而且也没有保证，他们将扮演讯息一贯，这是用户如何将期望它的工作。 RSS, however, was built to easily embed video and audio, just like a blog, and users don’t have inconsistent access to the message.使用RSS ，不过，建轻松嵌入视频和音频，就像一个博客，和用户不具有不一致接触到的讯息。

As RSS gains more users, businesses are seeing a unique opportunity to target their marketing efforts at their best customers.作为的RSS收益更多的使用者，企业看到了一个独特的机会，针对他们的营销努力，在他们的最佳客户。 RSS provides a pain-free, consistent way to reach users who actually want to hear from them.的RSS提供了一个痛苦的自由，一贯的方式，以达到使用者究竟是谁不想听到从他们。 It eliminates many of the inconsistencies and headaches of email marketing efforts, while still providing the wide reach that email creates.它消除了许多矛盾和头痛的电子邮件行销的努力，同时还提供广泛的影响力电子邮件创建。 The potential upsides are enormous, and as the technology improves to allow for private messages and personalized content, RSS could well become the method of choice for online communication. upsides的潜力是巨大的，随着技术的提高，使私人信息和个性化的内容，的RSS可能成为方法的选择，在线沟通。

Online advertising has always been a risky business.在线广告一直是有风险的生意。 Ad buyers rely on imperfect data, fluctuating prices, and visitor counts to determine when and where to place their ads.广告买家依赖于不完善的数据，波动的价格，和访客计数，以决定何时及在何处的地方，他们的广告。 Top web measurement firm comScore has recently suffered from a drop in their stock prices as data they collected differed greatly from that released by Google.顶端Web测量公司ComScore公司最近遭遇了一场下降，其股票价格作为他们收集的数据差别很大，从发行的由Google 。 As a recent Wall Street Journal article reports, “It was another reminder that the science of tracking Internet usage is still far from perfect.”作为一个最近的华尔街日报的文章报道， “这是又一次提醒说，科学的追踪互联网的使用仍很不完善” 。

The controversy began over paid click data released by comScore and by Google.争议开始超过支付按公布的数据公司comScore和Google 。 In their quarterly earnings report, Google asserted that clicks on its advertisements had increased by 20% from the same quarter in 2007.在他们的季度盈利报告时， Google声称点击就其广告已增加了20 ％由上年同期的2007年。 As a Google press release explains, “Aggregate paid clicks, which include clicks related to ads served on Google sites and the sites of our AdSense partners, increased approximately 20% over the first quarter of 2007 and approximately 4% over the fourth quarter of 2007.” ComScore, on the other hand, had already estimated 1.8% growth in Google’s paid clicks.作为Google 的新闻稿解释说： “总计支付的点击，其中包括点击相关的广告服务对Google网站和网站我们的AdSense合作伙伴，增加约20 ％ ，比2007年第一季度和大约4 ％ ，比2007年第四季“ ComScore公司，另一方面，已估计的1.8 ％的增长，在Google的付费点击。 That’s way too large a discrepancy to be within a margin of error, and comScore stockholders let their flagging confidence show.说的方式，过大的差距，必须在一，抽样误差为，和comScore股东，让他们的标帜的信心，显示。 The firm’s stock dropped 8% and shares closed down 40 cents at $23.18.该公司的股价下跌了8 ％和股票收盘下跌40美分， 23.18美元。

The key to the different numbers is all in the fine print.关键是要不同的电话号码，是所有在罚款打印。 Google’s earnings report extends to global websites and were overall figures for all partner sites. Google的盈余报告延伸到全球的网站和人的整体数字为所有合作伙伴网站上。 ComScore measured only US clicks and did not include non-search ads.公司comScore测量，只有美国的点击次数和不包括非搜索广告。 A prominently displayed press release on comScore’s website accounts for the seeming error.一显眼的新闻稿 ComScore公司的网站占了表面的错误。 Bold face type explains, “The main difference between the paid clicks trends reported by Google and comScore can be traced to the fact that the comScore paid click data cited in financial analysts’ reports (and subsequently reported by the media) are US data only.” The treatise also warns, “Analysts’ efforts to use comScore’s domestic data to estimate Google’s global trends were misguided…It also needs to be noted that comScore does not currently provide a measurement of global paid click data and has never claimed that its US data can be used to “predict” global trends.”勇于面对类型解释说： “之间的主要差别支付点击次数的趋势报告由Google和comScore可以追溯到一个事实，即公司comScore支付按引用的数据，在金融分析家的报告（和后来媒体报道）是美国的数据而已。 “论文还警告， ”分析师的努力，利用公司comScore的国内数据，以估计Google的全球趋势的错误… …它也需要指出的是， ComScore公司目前没有提供测量全球支付的点击数据，也从未声称其美国的数据可用于“预测”全球趋势“ 。

OK, so it was simply a matter of comparing apples to oranges.确定，所以这是个简单的问题比较苹果橙。 Why the stock scare?为什么股市吓怕？ Why the outrage?为什么愤怒呢？ Advertisers, as implied in the press release, use the data released by measurement firms like comScore and Nielsen to find the most advantageous spots for their ads.广告商，作为隐含在新闻发布，使用公布的数据测量公司一样，公司comScore和Nielsen找到最有利的地点，他们的广告。 As the Wall Street Journal put it, “Advertisers study their [comScore’s and Nielsen’s] data - including a Web site’s total visitors or page views and time spend on the site - to try to determine which sites are popular among particular demographic groups or in certain topic areas, such as news or sports.” If advertisers see comScore’s numbers and make decisions based on those, they’re barking up the wrong tree.正如华尔街日报把它“ ，研究他们的广告客户[公司comScore的和尼尔森的]数据-包括网站的总访客或网页的意见和时间花费在该网站上-尝试，以确定哪些网站受欢迎特别是人口群体或在某些专题领域，例如新闻或体育。 “如果广告客户看到公司comScore的数字，并作出决定的基础上，他们汪汪叫了错误的树。 They must delve deeper into demographic data to find real value on the numbers.他们必须更加深入地了解人口统计数据，以找到真正的价值有多少。 However, comScore clearly deflects responsibility back to their users, who should not rely on their data for financial reporting or decision-making.不过， ComScore公司的责任，明确deflects回到他们的用户，谁不应该依赖他们的数据，为财务报告或决策。

All of this has created quite a controversy in the web measurement world, and it has industry experts and marketers alike wondering exactly how to track internet data.所有这一切都创造了不少的争议，在网络测量世界，它具有业界专家和营销商都不知到底如何跟踪互联网数据。 It’s tempting to lean towards Nielsen or comScore data as a barometer for economic growth or financial status, but it is really most useful for media and consumer research.它的诱人倾向于尼尔森公司或机构comScore的数据作为一个晴雨表，为经济增长或财政状况，但实在是最有用的媒体和消费者研究。 As comScore’s press release warns, “we should all be mindful that the primary uses of comScore’s data are for marketing and media analysis purposes.”作为公司comScore的新闻发布警告说， “我们都应该铭记这一点主要用途的公司comScore的数据是在市场营销和媒体分析的目的” 。

AOL has been struggling to update their various web sites since changing their revenue strategy last year. AOL一直在挣扎，以更新他们的各种网站以来，改变他们的收入策略去年。 In an effort to attract more advertisers, they have made major changes to a number of their vertical sites, including Money & Finance, News, Sports, Health, Food, Music, Games, and Moviefone.在努力吸引更多的广告客户，他们所提出的重大变化，向一些他们的垂直网站，包括金钱与金融，新闻，体育，健康，食品，音乐，游戏，和moviefone 。 The redesign has been paying off in terms of traffic, but will visits turn into advertising?重新设计已见成效，在交通，但将访问变成广告？

In the past year, AOL’s visits grew by 15% to 56.6 million uniques, much more successful than the first quarter of 2007.在过去的一年， AOL的访问，增长了15 ％至56600000独有，更成功，比2007年第一季度。 A recent AOL press release attributes the elevated visits directly to the new sites.最近AOL的新闻发布的属性高架访问，直接向新的网站。 “Our strong growth is a direct result of rebuilding each and every one of our vertical web sites over the past 12 months with the goal of providing consumers highly relevant and rich experiences that focus on key passion points which in turn provide tremendous value to our advertising partners,” Executive Vice President Bill Wilson said. “我们的强劲增长是一个直接的结果，重建的每一个我们的垂直网站在过去12个月与目标，提供消费者具有很强的针对性和丰富的经验，突出重点的激情点，这反过来又提供了巨大的价值，我们的广告伙伴“ ，执行副总裁威尔逊表示，条例草案。 Some of the sites are even on the top of industry for their categories.一些网站，甚至对上方的行业为他们的类别。

In addition to content reprogramming on AOL-branded sites, the company has launched new websites which do not use the AOL name.此外，内容编程AOL的品牌网站，该公司已推出新的网站不使用AOL的名称。 A blog-style news site called Switched focuses on technology, with entertaining stories like “Six Ways to Break Up Over Your Computer or Cell Phone” and “Geek’s Girlfriend Finds Linux Harder to Use Than Windows” appealing to hip, young techies.一个博客式的新闻网站所谓的交换侧重于技术，与娱乐性的故事，像“六种方式，打破了超过您的电脑或手机”和“怪人的女朋友发现， Linux的努力，使用比Windows ” ，呼吁髋部，青年技术人员。 Another site reaches out to hip hop fans specifically, but has content appealing to African-American audiences in general. BlackVoices allows users to create personal profiles, browse news and entertainment stories, and connect with others who share their interests.另一幅达到出来的hip hop的球迷具体来说，但内容已呼吁非洲-美国观众的一般问题。 blackvoices允许用户创建个人简介，浏览新闻和娱乐的故事，和与他人联系谁分享他们的利益。 The site was purposefully distanced from the AOL name because, as Wilson told the Wall Street Journal , “”If I call a hip-hop site AOL Hip Hop that just won’t resonate with consumers.”该网站是刻意保持距离，从AOL的名称，因为，正如威尔逊告诉华尔街日报 “ ， ”如果我打电话嘻哈AOL的网站上的hip hop ，就不会引起共鸣与消费者“ 。

AOL has also worked toward search engine optimization to attract advertisers and draw visitors. AOL一直还对搜索引擎优化，以吸引广告客户和借鉴客人。 With the strength of their first quarter numbers, AOL’s web advertising unit Platform-A announced an auction-style market for online display and video ads.与实力，他们的第一季的数字， AOL的网络广告单位平台一宣布，拍卖式市场，在线显示和视频广告。 Ad firms who want exposure on AOL’s sites will be able to big on available space both on AOL-branded sites and on other networks connected to Platform-A.广告公司，谁不想暴露对AOL的网站将能够对大的可用空间都对AOL的品牌网站和其他网络连接到平台1 。

The strategy may pay off for AOL, as web advertising is gaining popularity and becoming more diverse.该战略可能还清为AOL ，随着互联网的广告是日益普及和越来越多样。 Many marketers are turning to the web as a sort of “pre-game” for television or print advertising, and they’re using the vast internet landscape to gather data and conduct consumer surveys before launching products in mainstream markets.许多商家正在转向网络作为一种“赛前”为电视或印刷品广告，以及他们正在使用的广大互联网景观，以收集数据，并进行消费者调查，然后才推出的产品在主流市场。 AOL’s sites are well positioned to take advantage of this trend. AOL网站的位置很好，充分利用了这一趋势。 They act as portal sites to shuffle users from an interesting news story to a slideshow to a funny video, etc. It’s easy to get pleasantly lost in one of AOL’s many sites, and they’re betting that advertisers will help grow their audience and their revenue.他们作为门户网站shuffle的用户从一个有趣的新闻故事，以幻灯片一个有趣的视频，等它很容易就会愉快地迷失在其中， AOL的许多网站，同时，他们还在投注，广告客户将可帮助成长他们的观众和他们的收入。

DVRs are a dreaded technology for TV advertisers. DVR的是一个可怕的技术，为电视广告客户。 After all, they’re designed to allow viewers to skip commercials, and presumably the messages and products they sell are not reaching those who record their favorite programs on a DVR.毕竟，他们正在设计，让观众跳过商业广告，想必信息和产品销售是没有达到那些谁记录自己喜爱的节目，一的DVR 。 However, a recent study conducted by Innerscope Research (and paid for by NBC) suggests that some TV spots are memorable to DVR owners, even in fast forward.然而，最近的一份研究报告所进行的研究innerscope （和支付全国广播公司）表明，一些电视节目是值得纪念的，以业主的DVR ，即使是在快速向前。 The study may lead some advertisers to create ads with familiar characters and longer-than-average cuts to keep their products in the spotlight while ads are being skipped.这项研究可能会导致一些广告客户制作广告与熟悉的人物和较长的比平均削减，以保持其产品在聚光灯下的同时，广告正在跳过。

The study was conducted last August, and 24 different ads were tested.进行该项研究在去年8月，和24个不同的广告进行了测试。 Those which were most memorable to DVR viewers included a trailer for the The Bourne Ultimatum with Matt Damon and a cough medicine ad for Mucinex featuring their popular (and repulsive, in my view) character Mr. Mucus.那些人最难忘的，以DVR的观众，包括拖车，为有关•伯尔最后通牒与麦特戴蒙和咳药水广告mucinex介绍他们的受欢迎（及令人厌恶，在我看来）字符先生粘液。 As the Wall Street Journal wryly asks, “What do Matt Damon and an animated piece of phlegm have in common?正如华尔街日报wryly问道： “怎么麦特戴蒙和动画作品的痰有一点是共同？ Viewers seem to remember them especially well…”.观众似乎记得他们，尤其是好… … “ 。 Innerscope uses biometric signals to determine the memorability of ads, including eye movements, perspiration, and heart rate. innerscope使用生物识别的信号来确定该memorability的广告，包括眼动，汗，和心率。 They found that ads with familiar characters, large brand logos, and fewer scene changes (with action concentrated in the middle of the screen) were the most likely to be remembered during fast forward.他们发现，广告与熟悉的人物，大的品牌标识，和较少的现场变化（与行动集中在屏幕中部）是最有可能被记住，在快速前进。

The Wall Street Journal speculates that perhaps the reason for the absorption is due to the need for fast forwarders to actually look at the screen during commercial breaks: “viewers speeding through ads are often paying more attention to the screen than live TV viewers, who listen for clues to turn back to the TV program.” For this reason, advertisers who want to reach DVR viewers are attempting to make ads that rely not on clever audio or flashy scene cuts, but on center-screen action and logo visibility. 华尔街日报推测，或许是原因的吸收是由于需要快速转发，以实际看屏幕上在商业休息： “观众超速通过广告往往注重屏幕比电视直播的观众，谁听为线索，回头电视节目“基于这个原因，广告客户谁想要达成的DVR观众正试图使广告的依赖而不是聪明的音频或华而不实的现场削减，但对中心的屏幕上的行动和标识的知名度。

Visa has reportedly created an ad specifically meant to reach DVR fast forwarders.签证据报道，创造了一个广告具体是指达成的DVR快速转发器。 They concentrated on the tagline, “Life Takes Visa,” displaying it for a few seconds longer than usual so it could still be read and absorbed in fast forward.他们集中于口号， “生活需要签证， ”显示它为几秒钟比平常久，所以我们仍然可以阅读和吸收在快速前进。 This doesn’t mean that all advertisers are buying Innerscope’s results, however.这并不意味着所有的广告客户购买innerscope的结果，但是。 Ad firms pay for how many viewers see the spots, and they do not count DVR viewers among their audiences.广告公司支付多少观众看不到的地方，和他们不计数的DVR观众之间的观众。 As Jason Maltby, president and co-executive director for national broadcast at MindShare told the New York Times , “Would we pay when they’re fast-forwarding?作为贾森莫尔特比，总统和合作，执行主任为国家播出的Mindshare告诉纽约时报 ， “我们会支付时，他们正在快速转发？ No.”号“

While Innerscope’s “neuromarketing” research is fascinating, it doesn’t suggest by any means that ads are still a slam dunk for DVR viewers.而innerscope的“ neuromarketing ”的研究是引人入胜，这并不表明任何方式把广告仍然是一个扣篮为DVR的观众。 While 69% of real-time viewers remembered commercials the following day, only 25% of fast forwarders could say the same.而69 ％的实时时间，观众记住商业翌日，只有25 ％的快速转发，可以说是相同的。 Still, it’sa surprisingly high number, and advertisers may begin to incorporate some DRV viewers into their marketing efforts.还有，这是出乎意料的高数量，和广告客户可能会开始把一些drv观众进入他们的市场营销努力。 One can only that doesn’t mean more stomach-turning characters like the memorable Mr. Mucus. 1只可这并不意味着更多的胃转折字一样，令人难忘的先生粘液。

Online video continues to rise in popularity, and advertisers are still scratching their heads about how to make money from the YouTube phenomenon.在线视频继续上升，在受欢迎程度，和广告客户仍然摸不到头脑如何去赚钱，从YouTube的现象。 According to a recent press release from Comscore, “More than three-quarters of the total US Internet audience (75.7 percent) viewed online video [in January].” And that’s only US internet users.根据最近的新闻发布 ，由公司comScore “ ，四分之三以上的占美国互联网受众（ 75.7 ％ ）认为，在线视频[ 1月] 。 ” ，以及唯一的美国互联网用户。 Despite this growing trend, online advertising giant Google has yet to make money on web video ventures, despite owning the largest and most popular site, YouTube.尽管这一日益严重的趋势，在线广告巨头Google仍未作出金钱上的Web视频合资企业，尽管拥有最大和最热门的网站， YouTube上。

One reason advertisers haven’t jumped at the online video market may be the nature of user-generated content.其中一个原因的广告客户并没有跳在在线视频市场可能的性质，用户产生的内容。 They’re afraid their message might be associated with unflattering videos.他们害怕他们的信息可能与unflattering影片。 As a recent article in the Globe and Mail explains, “Many advertisers, for now, are staying away for fear their ads could inadvertently appear with clips that have nudity, foul language or perhaps criticism of their brand.” After spending $1.76 billion dollars to acquire YouTube, though, Google is determined to soothe these fears.作为一个最近的一篇文章在环球邮报解释说： “许多广告客户，现在，是远离恐惧，为他们的广告可能会无意中出现与剪辑有裸露，粗言秽语，或者批评他们的品牌” 。开支后，至17.6亿美元收购的YouTube ，但Google是有决心平息这些恐惧。

One new strategy is to place advertising in the form of banners or clickable text within a larger video.一个新的战略，是把广告的形式横额或点击文本在一个较大的视频。 This will allows advertisers to partner with appropriate videos for their products.这将让广告客户与合作伙伴适当的影片，为他们的产品。 For example, a banner for iTunes might be placed on a video for the latest band to hit it big in the viral world.例如，一个旗帜的iTunes可能会放置在视频的最新乐队打大，在病毒的世界。 The service also allows advertisers to target ads based on a number of criteria.该服务还允许广告客户将广告定位的基础上，多项准则。 Their ads can be direct by demographic factors like age, gender, geographic location, or even time of day, eliminating the risk of placement solely based on content.他们的广告可以直接由人口因素如年龄，性别，地理位置，或什至一天中的时间，消除危险的位置完全基于内容的。

The other strategy which Google is pushing is for clickable video ads to appear on sites that are a part of their content network and as a sideline on Google search pages.其他的策略， Google是推动是点击视频广告的网站上出现是一部分，其内容和网络作为一项副业在Google搜寻网页上。 The ads will play with a click, not automatically upon navigating to a page.广告将发挥与点击，而不是后自动航行至一个网页。 A good example of this can be seen with this Adobe ad featured on AppleInsider.一个很好的例子，这可以看出， 这个广告的Adobe精选对苹果。 This also allows clear, directed targeting to eliminate some of the guess work in online video advertising.这也可以让清晰，针对的目标，以消除一些猜测的工作在在线视频广告。 For example, a Google user who searches for “flower arranging” might be greeted not only with websites on the topic, but also with a 1-800-FLOWERS video about their latest promotion.举例来说， Google用户谁搜寻“插花”可能是迎接，不仅与网站关于该专题的，但也与1 - 800 -花视频约其最新的推广活动。

In addition to the promise of targeted ads, Google is trying to lure advertisers with the promise of measuring user interest, something which traditional advertising venues cannot provide.在除了承诺，有针对性的广告时， Google正试图以吸引广告客户的承诺，测量用户的兴趣，一些传统广告的场地不能提供。 As their AdWords page on clickable video ads explains, “We’ll report a clickthrough whenever a user clicks the display URL and visits the advertiser’s site, rather than when a user clicks the play button or image.” This is a more accurate count of interest in a product, as it can measure how many users take action, not just how many users view the video.作为他们的AdWords网页上点击视频广告解释说： “我们会报告一次点击，每当用户点击显示的网址和访问广告客户的网站，而非当用户点击播放按钮或形象” ，这是一个更准确计数的兴趣，一个产品，因为它可以衡量有多少用户采取行动，而不只是有多少用户查看视频。 The pricing for AdWords video is also prorated based on clicks, making it more accessible to companies of all sizes.定价为AdWords视频，也是按比例分摊的点击次数为依据，使之更容易获得各种规模的公司。

While these new services do not guarantee that online videos will start making money for Google, they do pose a significant threat to television and print advertising.虽然这些新的服务，不保证在线影片将开始赚钱对Google来说，他们构成了严重威胁，以电视和平面广告。 It is much cheaper to advertise online than on a television broadcast, and the ROI of any given campaign can be measured immediately and accurately.这是便宜得多刊登广告，网上比对一家电视台播出，以及投资回报率的任何特定的运动，可以衡量，立即和准确。 These benefits could lure companies away from traditional advertising venues to take advantage of the popularity, low cost, and targeted nature of online video.这些好处，可以吸引公司摆脱传统广告的场地充分利用的普及，成本低，和有针对性的性质，在线视频。 If Google’s plans are successful, we’ll be seeing a marriage between sponsored and user-generated content on our favorite web video sites.如果Google的计划是成功的，我们将看到一个婚姻之间的赞助商和用户产生的内容对我们最喜爱的Web视频的网站。

Many industry experts, journalists, and bloggers have expressed their displeasure with Microsoft’s possible takeover of Yahoo!.许多业内专家，记者和博客都表示他们的不满与微软的可能收购雅虎。 Though the executives at Yahoo!虽然行政人员在Yahoo ！ have so far rejected the $41.7 billion offer, many expect a deal will be reached at a higher price, much to the dismay of the lion’s share of writers on the subject.截至目前为止已拒绝四百一十七万点零零零万美元提供，许多人都预计交易将达到一个更高的价格，很多失望的大部分份额作家就此事。 As Jerry Yang, Yahoo!’s CEO, fends off the strong arm tactics of Steve Ballmer at Microsoft, we find ourselves rooting for him without knowing exactly why.作为杰里杨，雅虎奇摩的CEO ， fends小康的坚强手臂策略史蒂夫鲍尔默在微软，我们发现自己生根，他不知道到底为什么。 Is it because we like the underdog?是因为我们喜欢underdog ？ Or just because we hate Microsoft?或只是因为我们恨微软呢？ Is there anything positive that could come out of this deal for consumers?有什么积极的，可以出来的这项协议为消费者？

Yahoo!雅虎！ has been spiraling downward for quite awhile, and they haven’t been able to compete with search engine giant Google.已螺旋式下降的相当一段时间，他们仍未能竞争与搜索引擎巨头Google 。 Google has inked deal after deal with rival companies, perhaps the most important being the acquisition of DoubleClick , an internet advertising broker, which gives Google even more control over how ads reach internet users. Google已经签署了协议后，处理与竞争对手的公司，也许是最重要的被收购DoubleClick公司 ，在互联网广告经纪，提供给Google ，甚至更多的控制权广告如何达到互联网用户。 The DoubleClick deal was cleared by the FCC after months of hearings, but is still awaiting approval by European courts.该DoubleClick的处理是清除由FCC经过数个月的听证会，但仍在等待批准，由欧洲法院。 Yahoo!雅虎！ has lost ground to Google consistently when it comes to search technology and advertising, though Microsoft’s offer clearly intends to buck this trend.已失去地面到Google一贯当谈到搜索技术和广告，虽然微软的提供，显然有意将责任推这个趋势。

Almost every news source covering the deal mentions that Microsoft wants a piece of the internet advertising industry.几乎每一个新闻来源，包括处理提到，微软希望在一块互联网广告业。 Perhaps together Yahoo!也许，共同的Yahoo ！ and Microsoft can present a viable alternative to Google for both search users and advertisers.和微软公司可以提出一个可行的替代办法给Google搜索用户和广告客户。 The key to developing solid, targeted ad technology is collecting user behavior data, which is one thing at which Yahoo!重点发展固体，有针对性的广告技术是收集用户行为数据，这是一件事，其中的Yahoo ！ has always excelled.一直表现出色。 As the Seattle Times reports , “Yahoo assembles a profile of a person’s behavior based on searches within Yahoo, videos watched, ads clicked and visits to Yahoo sites and partner sites such as eBay.作为西雅图时报报道 ， “雅虎组装的概况一个人的行为的基础上进行搜索，雅虎，影片观看，广告点击和访问雅虎网站和合作伙伴网站如eBay 。 The profile that emerges could have details such as a person’s basic salary, health concerns, cars, number of children, gender, age, ZIP code, industry and work.” Yahoo!配置文件的出现可能有详细资料，例如一个人的基本薪金外，对健康的关注，汽车，子女人数，性别，年龄，邮政编码，行业和工作环境。 “雅虎！ is able to collect these detailed profiles in a way that Microsoft is not, and the information could lead to a vast improvement in Microsoft’s presence and success online.能够收集这些详细的配置文件的方式，微软并没有和信息有可能导致一巨大的进步，在微软的存在和成功在线。

Aside from the expected boost in Microsoft’s online ad chops, industry experts are speculating about the company’s possible plans to expand online software efforts.除了预期的刺激，在微软的在线广告印章，业内专家猜测，该公司可能计划扩大在线软件的努力。 As the Wall Street Journal reported last week, “the company’s products face pressure to evolve as the rise of online services changes how people use technology.” Microsoft is being outmatched by the Software As A Service (SAAS) industry right now, and they rely almost exclusively on traditional software licensing for their revenue.正如华尔街日报报导，上周， “该公司的产品，面对的压力，随着崛起的在线服务的变化，人们如何使用技术的方式。 ： ”微软正在outmatched由软件作为服务（ saas ）业的权利，现在，和他们几乎完全依赖传统的软件许可收入。 Their competition comes from SAAS vendors who provide value to business users by hosting applications on proprietary servers, freeing businesses from expensive data centers and draconian licensing fees.他们的竞争来自saas厂商谁提供有价值的商业用户，由主办申请的专有服务器，腾出企业从昂贵的数据中心和恶法的授权费用。

The Yahoo!在Yahoo ！ deal could help Microsoft transition into the online software arena.处理可以帮助微软过渡到在线软件领域。 As British insurance company Aviva PLC told the Wall Street Journal , “[the company] hopes Microsoft will combine Yahoo’s online software and knowledge of how the Internet works with Microsoft’s understanding of how a business operates to develop innovative corporate software.” If the deal goes through, Microsoft should be making plans to harness not only Yahoo!’s potential for ad revenue but also their expertise in web applications.作为英国的保险公司Aviva的临立会告诉华尔街日报 ， “ [公司]希望微软公司将结合雅虎的在线软件和知识，如何在互联网上与微软的了解如何商业运作，发展创新企业软件” 。如果交易获得通过，微软应制订计划，利用，不仅雅虎奇摩的潜力，广告收入，而且他们的专长在Web应用程序。

This dual strategy would push them towards the ultimate goal of competing with Google, which has an early lead in providing office tools through web applications.这一双重战略，将推动他们实现最终目标的竞争与Google ，其中有一个初，率先提供办公工具，通过Web应用程序。 Google Apps, which includes word processor, spreadsheet, and presentation programs is becoming more and more popular with businesses of all sizes. Google应用服务，其中包括文字处理，电子表格和演示程序正变得越来越受欢迎，与各种规模的企业。 Microsoft has made some moves to allow online access to its Office Suite, and perhaps with help from Yahoo!’s experts they will bring their software to the next generation of delivery.微软已经作出了一些举动，让网上查阅其办公套件，也许帮助雅虎奇摩专家，他们将带来他们的软件给下一代运载工具。

Speculation is still all over the board, and it will likely be quite awhile until a deal is reached.投机活动仍是所有超过董事会，它可能会相当一段时间，直到交易达成。 One has to wonder, due to the recent fine imposed by the EU against Microsoft for a record $1.4 billion, if a merger of the two will be approved by government anti-trust groups.一有怀疑，由于最近被判处的最高罚款由欧盟针对微软为创纪录的14亿美元，如果把两者合并不会获得批准，由政府反托拉斯群体。 While I definitely sympathize with the folks at Yahoo!而我绝对同情与乡亲在Yahoo ！ and hope against hope that they will be able to fight off the acquisition, there just might be some benefits for users in the long run.并希望对希望他们能够击退收购，有可能只是一些好处，为用户在长远来说。 Most of us are stuck with Microsoft our software provider whether we like it or not, and a deal with Yahoo!我们大多数人坚持与微软我们的软件供应商，无论我们喜欢与否，和处理与Yahoo ！ just may give them the innovative approach they need to please us.刚才可能给予他们创新的方法，他们需要请我们。

For those of you who remember being awestruck while watching the classic children’s movie Willy Wonka and the Chocolate Factory , get ready for this: lickable wallpaper has entered into the modern marketplace!对于那些你谁记得正在awestruck看着经典儿童电影威利•万卡和巧克力工厂 ，准备为这： lickable墙纸已进入现代市场的一员！ Earlier this month, Welch’s took out a full-page print ad in People magazine to promote their brand of grape juice.本月初，韦尔奇的拿出一整页打印广告在人们杂志，以促进其品牌的葡萄汁。 But there was a new twist: the ads provided lickable samples, using technology developed by a company called First Flavor .但有一个新的转折：广告lickable提供的样本，利用技术的发展，由一间公司所谓的第一味道 。 The ad was met with mixed reactions, most of which pertaining to what this Wall Street Journal article has dubbed “The Ick Factor.” The internet buzz generated by this new concept suggests that some may have been turned off to the product based on their initial interpretation of having to actually lick a magazine (and who knows where it has been?).广告遭到了不同的反响，其中大部分涉及到什么这个华尔街日报的文章已被称为“ ick因素。 ”在互联网上言论所产生的这一新概念表明，有些可能已被关闭，以产品的基础上，初步解释，其实不必舔一本杂志（和谁知道那里已？ ） 。 However, the truth is that these lickable ads use the same technology as the dissolvable breath freshening strips that have been on the market for a while now.然而，事实的真相是，这些lickable广告使用相同的技术作为可溶性呼气保鲜带已在市场上有一阵子现在。 Even still, there are those who are not entirely convinced that this will be a sanitary form of marketing.即使仍然有那些谁不完全确信，这将是一个卫生形式的营销。 After all, what’s to stop someone from tampering with a pile of magazines?毕竟，什么阻止有人从篡改一堆杂志？

While this is not the first instance of this type of advertisement being used (The Wall Street Journal sites a similar ad campaign being used by CBS to promote one of its sitcoms), the Welch’s ad has received a lot of attention.虽然这不是第一次，例如这种类型的广告被用来（华尔街日报网站类似的广告所使用的哥伦比亚广播公司，以促进它的一个sitcoms ） ，韦尔奇的广告已经收到了很多关注。 Radio host Shari Elliker and her crew at WBAL AM 1090 even did a test run of the ad for a segment on her morning show .电台主持人沙elliker和她的船员在wbal时， 1090年，甚至做了试运行的广告为一个部分，她今天上午查看 。 This attention has lead some ad experts to believe that such multi-sensory advertisements will draw a new pool of customers and strengthen the connection with existing ones.这种关注已导致一些广告专家认为，这种多感官的广告，将以此为新一批的顾客，并加强与现有定居点。 All publicity is good publicity, right?所有的宣传是良好的舆论宣传，对不对？ However, these experts also warn that there may be no middle ground with this type of advertising.不过，这些专家也警告说，可能会有没有中间地面与这种类型的广告。 Lickable ads will either be massively popular or a complete flop based on the response to their flavor. lickable的广告将被大规模流行或一个完整的失败的基础上，回应他们的口味。

Still, there are many consumers who can’t get past the perceived “ick factor,” and there are many more who believe that even if they could, there are too many opportunities for tampering and endangering public health. One blogger reviewing the Welch’s grape juice ad wonders if this whole concept is “a lawsuit waiting to happen.” Additional feedback indicates that some consumers feel the big bucks the company is spending on these ads (which, in fact, costs hundreds of thousands more than a normal print ad) would be better spent on other marketing ideas (ie - free samples of actual grape juice, discount coupons, etc.).仍然有很多消费者谁不能获得过去所察觉的“ ick因素， ”有很多更谁相信即使他们可以，有太多的机会，干扰和危害公众健康。之一的Blogger检讨韦尔奇' s葡萄汁的广告奇迹，如果这整个概念是“诉讼等待发生。 ”额外的反馈表明，一些消费者觉得赚大钱该公司的开支，这些广告（其中，事实上，成本数十万以上的正常打印广告） ，将更好地用于其他营销理念（即-免费样品的实际葡萄汁，优惠券等） 。 And while there were a few blog reviews that were positively endorsing this ad, the overwhelming majority of them listed reason after reason for why this was such a bad idea.虽然有少数博客评论被积极赞同此广告，压倒多数的他们列出的理由后，原因这是这样一个坏主意。

Behind us are the days of the simple scratch-and-sniff ad, but whether or not this new marketing scheme will be effective has yet to be seen.背后，我们的日子很简单，从无到有，并闻的广告，但是否有或没有这个新的营销计划将会有效，仍有待观察。 There certainly seem to be many concerns in the consumer pool that will need to be addressed.当然，似乎会有很多的关注，在消费者池，将需要加以解决。 One thing’s for sure: this ad got people taking about Welch’s, so it’s clear that their marketing team must be doing something right!有一点是肯定的：这个广告得到的人约韦尔奇的，因此它的明确表示，他们的营销团队，必须做一些正确的！

Traditional market research is seeing another shake up with the inclusion of social networking into their mix of techniques.传统的市场研究是看到另一个动摇与列入社会网络纳入其组合的技巧。 While we’re all accustomed to seeing advertising on Facebook (everything from “That’s what she said” t-shirts to floral gift baskets are being hawked on their ad board), a new strategy has been popping up in the marketing departments of major companies.虽然我们都习惯看到广告就Facebook的（一切从“说的是什么，她说： ” T恤衫的花卉礼品篮正在兜售其广告局） ，一项新策略，已出现在市场营销部门大公司。 Now, not only will you see ads for your favorite products, but you will be asked to discuss them in social networking forums.现在，不仅你会看到广告为您最喜爱的产品，但您将被要求讨论他们在社交网络论坛。

The process of tweaking and improving products is being taken out of the hands of R & D departments and being thrust upon the consumer.过程中调整和改进产品，现正采取走出手中，研发部门和被强加于消费者。 In an increasingly user-generated world, everyday consumers are being asked for their feedback on everything from doggie treats to tax software, all through the lens of online networks.在一个日益使用者产生的世界，每天消费者正在询问他们的反馈意见，一切从doggie对待，以税务软件，所有通过镜头的在线网络。 Not only is this a cost-effective way to conduct high-level focus groups, but people sitting in front of a computer are more likely to be brutally honest than those sitting in a stuffy conference room.这不仅是具有成本效益的方式进行高层次的焦点团体，但人坐在电脑前更容易被残酷的诚实，比那些坐在在一个混浊的会议室。 Some companies are using the standard sites like MySpace and Facebook, while others are creating their own social networks.一些公司正在使用标准的网站像MySpace和Facebook ，而另一些正在创造自己的社会网络。 Some are made up of selected consumers or internal employees, while others are open to a larger market set.有些人作出了选定的消费者或内部员工，而另一些开放更大的市场。

A good example of this is Proctor & Gamble’s networking site Capessa , which is open to any internet user.一个很好的例子，这是宝洁的网络站点capessa ，这是开放给所有互联网用户。 It focuses on what are believed to be “women’s issues” like health, beauty, parenting, relationships, and gardening.它的重点是什么，相信是被“妇女问题”一样，健康，美容，亲子教育，人际关系，和园艺。 As the website explains, “Capessa is a gathering place for real women to share their stories, offer their personal wisdom and practical advice, improve their lives and be inspired.作为网站的解释： “ capessa是一个聚会场所，真正的妇女分享他们的故事，提供其个人的智慧和实际的意见，改善他们的生活和受到鼓舞。 It’sa place where experiences are the common thread, where advice comes from personal experiences.这是地方的经验，是我们共同的线程，其中的意见，来自个人的经验。 Capessa is you and women just like you.” Not terribly subtle, is it? capessa是你和妇女，就像你“不可怕微妙的，是吗？ What is subtle is Proctor & Gamble’s involvement, which is mentioned hardly anywhere on the site.什么是微妙的是宝洁的参与，这是很难在任何地方提到在该网站上。 Users can post blogs and videos, recommend links, and chat about their favorite shoes and makeup, while P & G collects their opinions and ideas for future product development.用户可以在邮政的博客和视频，推荐环节，聊到自己喜爱的鞋子和化妆，而宝洁公司收集他们的意见和想法，为今后的产品开发。

Another example of this is model is Turbo Tax’s Inner Circle , which is a social network open to any taxpayer, whether or not they use the software.另一个例子，这是模型的Turbo税的核心圈 ，这是一个社会网络开放给任何纳税人，不管他们是否使用该软件。 The site boasts a membership of about 5,000 users, and they can ask questions and post comments about taxes and the software packages offered by Turbo Tax.该网站拥有会员约5000用户，他们可以提出问题并发表评论，有关税收和套装软件所提供的Turbo税。 Their marketing department monitors the questions and concerns and even stokes the conversations to gather data.他们的营销部门的监察问题和关切，甚至斯托克斯谈话，以收集数据。 What differentiates this from Capessa is the open acknowledgment that user comments and ideas will be used for future product cycles.有什么区别，这从capessa是公开承认，用户的意见和想法将被用于未来的产品周期。 The website urges users to, “Tell us how we can improve our products and services.网站敦促用户， “告诉我们，我们可以如何改善我们的产品和服务。 Contribute ideas for new features.”献计献策，为新的特点“ 。

In addition to individual companies who have created online forums for focus group research, there are a few pioneering technology firms developing social networks as a business service. Mzinga , which translates as “Beehive” from Swahili, allows companies to integrate social networking tools into their existing website.此外，个别公司谁创造了网上论坛，专题小组研究，有几个创业的科技企业发展的社会网络作为一个商业服务。 姆津加河 ，转换为“蜂箱”从斯瓦希里语，使企业能够整合社会网络工具纳入其现有的网站。 These add-ons can include blog-style forums, wikis, consumer surveys, polls, user profile pages, and social bookmarking.这些加载项，可以包括博客式的论坛， Wikis的，消费者调查，民意调查，用户个人资料的网页，和社会书签。 Another front-runner in this trend is Networked Insights , has the added feature of rating customer comments and activity based on the responses they receive.另一个前线亚军在这方面的趋势是网络化的见解 ，具有补充功能的评价顾客的意见和活动的基础上的反应，他们接受。 For example, an active commenter who does not spark debate or attract other comments would be less important for market research than a one-time commenter who set off a firestorm discussion.举例来说，一个积极的评论谁不引发辩论或吸引其他的评论会减少，重要的市场研究比一时间的评论谁引发一场大火讨论。 This allows marketing departments to screen ideas based on their validity and popularity.这使得营销部门屏幕思想的基础上，他们的有效性和人气。

Companies who engage in focus groups based in online networks are reaching out to users in a low-cost, high-yield way.公司从事谁在焦点团体总部设在在线网络深入到用户在一个低成本，高收益的方式。 Clever marketers could potentially get free advice from people who actually care about the outcome of the product.聪明的营销可能获得免费咨询的人究竟是谁关心的结果，该产品。 One word of caution, however: be prepared to actually use their suggestions.一个字谨慎，但：准备实际使用他们的建议。 There’s nothing quite as puzzling to consumers as ignoring their opinions.没有什么能比得上作为令人费解的消费者忽略了他们的意见。 Making a product based on user-generated data not only has the power to appeal on a massive scale, but it also has a built-in consumer and the buzz of word-of-mouth advertising.决策的产物，基于用户产生的数据，不仅有权力提出上诉，大规模的，但它也有一个内置在消费者和流行的口碑相传的广告。 It’s the recipe for a perfect storm, and I suspect that more and more corporate websites will be asking me to create a personal profile in the near future.它的食谱为一个完美的风暴，我猜想，越来越多的企业网站会要求我建立一个个人档案，在不久的将来。

Professional athletes have always been big business for advertisers, but recent trends show that the pros are taking the lead when it comes to low-budget, online ads.专业运动员一直是大企业的广告客户，但最近的趋势表明，利弊正在带头当谈到低预算，在线广告。 Instead of allowing big-budget companies like Nike and Gatorade to create their images, athletes are reaching out to fans with Web 2.0 technology.而不是让大公司的财政预算案一样，耐克和gatorade创造他们的图像，运动员接触的球迷与Web 2.0的技术。 Many have Facebook and MySpace profiles, contribute videos to YouTube, and write regular blogs.很多人脸谱和MySpace简介，作出贡献的影片到YouTube ，并经常写博客。 This grassroots marketing effort shows that celebrity athletes are stepping up to the plate to showcase their personalities, and it has helped them establish public identities outside of traditional sponsorships.这个基层营销的努力表明，名人的运动员正在加紧向板来展示自己的个性，和它帮助他们建立市民的身份之外的传统赞助。

Perhaps no athlete has done a better job of web self-promotion than Chris Bosh, the charismatic forward for the Toronto Raptors.也许没有运动员做了进一步做好网络自我推销比波什，有魅力的前进方向，多伦多猛龙队。 This rising star in the NBA is card-carrying member of the Web 2.0 generation.这新星在NBA是卡进行的成员之一， Web 2.0的一代。 In addition to being the fourth draft pick in 2003 and taking the Raptors to their first ever division title, Bosh has his own YouTube channel, the only athlete to claim this “honor”.此外，被第四选秀权在2003年，并考虑猛龙队，以他们的第一次分区冠军，波什有自己的YouTube频道，唯一的运动员要求这个“荣誉” 。 Bosh got the channel following the success of his hit YouTube video , in which he asks fans to vote for his inclusion on the NBA All Star team.波什得到频道继成功，他击中YouTube影片 ，其中他要求球迷投票给他列入对NBA全明星赛首发阵容。 Dressed in a cowboy hat and a bolo tie (Bosh is a native Texan), he stumps using the classic language of a used car salesman: “You think it’s $20?在一个穿着牛仔帽和bolo配合（波什是一个本土德州） ，他树桩使用的经典语言一个二手车推销员说： “你认为这20元呢？ No sir.没有主席先生。 You think it’s $10?你认为它的10元呢？ No ma’am.没有ma'am 。 Even five?甚至五？ Uh huh!嗯嗯！ It is free!它是免费的！ That is right, it is free!” In case you’re wondering, “Bubba” is played by Bosh’s brother.这是正确的，它是免费的！ ： “假如您不知道， ”布巴“是所发挥的波什的兄弟。

Bosh’s hilarious self-promotion was a success, and he will be playing in the All Star game on February 17th.波什的搞笑自我推销是成功的，他将扮演，在所有明星赛2月17日。 Fans on YouTube have commented that his sense of humor won their votes.球迷在YouTube上都纷纷评论说，他的幽默感赢得他们的选票。 As one commentator wrote, “NBA should be THRILLED to have this guy!作为一位评论员写道， “ NBA的应该高兴有这个家伙！ Young superstar coming into his prime.年轻的超级巨星，未来到他的总理。 Tech savy for the internet.” The video has received nearly 500,000 views, all for a production cost of approximately $20.高新技术savy为互联网“的影片已收到将近五十万的意见，所有为生产成本约20元。 As Bosh told the Wall Street Journal , $15 of that was for the cowboy hat.作为波什告诉华尔街日报 ， 15元的，这是为牛仔帽。 On his official blog , Bosh expresses his interest in continuing his YouTube success: “I think I’ve found a way for me to show people how I like to have fun. 他的官方博客 ，波什表示，他有兴趣继续他的YouTube的成功： “我想我已经找到了一种方法，对我来说，向大家展示如何，我喜欢有乐趣。 I have a few ideas for new videos so I want everyone to be on the lookout.”我有几个思路，新影片，所以我想每个人都必须对把风“ 。

Another NBA star has also taken his branding into his own hands.另一NBA明星也采取了他的品牌到自己的手中。 Steve Nash, an All Star who plays guard with the Phoenix Suns, enlisted amateur filmmaker Lola Schnabel to put together a web ad for Nike .史蒂夫纳什，全明星谁发挥民警卫队与菲尼克斯太阳队，入伍业余电影制片人劳拉施纳贝尔，以放在一起网络广告耐克 。 The unusual part of this is that Nike had no creative control or financial stake in the beautifully shot and expertly edited ad.不寻常的一部分，这是耐克公司并没有创造性的控制或财务的股份，美丽的开枪expertly修改的广告。 It features Nash’s other athletic talents like soccer and skateboarding, and he felt it could better reflect his personality than a big budget masterpiece produced by Nike.它的特点纳什的其他体育人才，像足球和滑板，他认为，它可以更好地反映他的个性比一个大的财政预算案的杰作，所产生的耐克。 While Nash isn’t quite as wired as Bosh, the two NBA and YouTube stars may represent the future of how professional athletes interact with fans and advertisers.而纳什是不太有线作为波什，两支NBA和YouTube颗星可能代表着未来如何互动，专业运动员与球迷和广告客户。